An Incident at Magnolia and Arlington in Riverside

by | Feb 3, 2012 | Archives

An incident at Magnolia and Arlington… a  Riverside, California intersection, can help us see three valuable lessons about turning your passion into profit through writing and publishing.

Our son, Jake, set us several books on citrus.


I have learned a lot.

For example did you know orange trees live over 100 years?

I am reading “Citrus – a History” by Pierre Laszlo, a chemist I learned that the California orange industry grew from three trees planted by militant abolitionists who left the East and came to Calif.  Eliza Tibbets was the wife of one and asked the US Dept. of Agriculture for advice on trees that would grow in her front yard.  She was sent three seedlings of the Umbigo Bahai orange from Brazil.  One tree was trampled by the lady’s cow… oops.


The other two survived and as Lazslo the author put it: As the story goes, Eliza served her oranges at a housewarming party and they were an instant sensation. Here three trees were the foundation for citriculture in California.

One of these two trees still survives in downtown Riverside at the intersection of Magnolia and Arlington Avenues.

I searched Google and sure enough here it is!  Wow, what a piece of history.

riverside-oranges gtas:
Orange tree in Riverside.

The US orange industry is worth $9 billion a year and 90% of oranges come from Florida and Brazil.

Part of the data in these books such as “Citrus a History” are recipes. One book even has a recipe for fried oranges.

A perfect example of the American way. Take something healthy and fry it!  Take paradise and turn it into a parking lot.

We’ll stick to our grilled grapefruit with cinnamon here.


Here is the first lesson about writing and publishing… be involved in what you love and start small.  Eliza Tibbets started with three seedlings that grew into a billion dollar industry.  She was the Johnny Appleseed of California citrus.

Take citrus as an example.  One can grow oranges… or sell them… or make them organic.

I am thinking about growing oranges in a bottle.

I picked up this idea after reading a Telegraph article that tells how to grow pears in a bottle (that is then filled with brandy). There is a great Youtube video that explains the ancient technique. Here is a shot of how to grow pears in a bottle from that site.


There is also a Romanian drink called ţuică, a type of Eastern European moonshine, prepared using traditional methods. A famous form of  ţuică  is “ţuica cu fruct.” This is a glass bottle of ţuică containing a whole fruit (usually an apple or a pear). It is obtained by hanging empty bottles on trees in spring or early summer and growing the fruit inside the bottle.

Fill the bottled orange with what? The mind runs wild. Vodka sounds sensible but booze is not my thing, but I can think of something healthy I am sure.

The key is making something unique and if I do, I’ll expand the opportunity by writing about it.

This leads to the second lesson…. publishing can be a product or can enhance a product.  If I figure out a health product based around oranges in a bottle for example… a book or report about this would certainly enhance the product and maybe even generate more income than the bottled product.

The book above “Citrus a History” by Allen Susser shows how a chef combines the love of cooking and citrus.

Susser had his career expanded with the James Beard Award in 1994 as Best New Chef in the Southeast.  Then he ran his Chef Allen’s Restaurant for 25 years before closing it to  focus on writing, restaurant development, consulting, teaching and other culinary ventures. 

Susser has been using his writing  and publishing to expand branded concepts.

He also uses his growing business to support of causes ranging from hunger relief to cancer to homelessness to culinary education.  Allen’s most-recent fundraising project is directing a coalition of international chefs to support disaster relief in Japan (  His motto is  “They say you do well by doing good”.

This example shows how one can focus on an interest and turn it into an income earner in many ways.

Just being a chef can develop a good income but when expanded though writing and publishing the money can become a lot! recently published their list of the Top Ten Highest Earning Celebrity Chefs, The top billed chef was Rachel Ray, then Wolfgang Puck and Gordon Ramsay.   Celebrity chefs have become some of the top earners in the celebrity world and they have all used writing and publishing to expand their brand.

Gordon Ramsay, in third place earnings, is a Scottish chef who grew up in Stratford-upon-Avon, England.  He started to get exposed to several Michelin-starred chefs when he worked in Paris.  By 1998 he got to open his own restaurant in Chelsea and achieved several Michelin stars as well.

He earned 7.5 million dollars last year and he is continuously opening restaurants in England, Dubai, Japan, New York and Ireland.

Plus he is publishing more and more books including: Gordon Ramsay Makes It Easy – Roasting in Hell’s Kitchen: Temper Tantrums, F-Words, and the Pursuit of Perfection – Cooking for Friends  – Gordon Ramsay’s Fast Food: More Than 100 Delicious, Super-Fast, and Easy Recipes – Gordon Ramsay’s Healthy Appetite: 125 Super-Fresh Recipes for a High-Energy Life – Kitchen Heaven  – A Chef for All Seasons – Gordon Ramsay’s Great Escape: 100 Recipes Inspired by Asia. He has also tapped the Spanish market with books including  – Un chef para todo el ano   – Cocina del mundo   Los mejores menus de Ramsay and Los mejores menus de Ramsay.

Wolfgang Puck did better earning $16 million.  This Austrian-American learned cooking from his mother.  Some education!

Wolfgang Puck still wears his chef’s hat but isn’t cooking much. he is too busy visiting his many fine dining and casual dining spots.  His other ventures include 80 Wolfgang Puck Express operations, and kitchen and food merchandise, including cookbooks and canned foods–allowing him to get included in the list as one of the highest earning chef celebrities in the world today.

Rachel Ray was the top earner at $18 million.
  Rachael Ray is a chef, but also a TV  personality, businesswoman and author. She hosts the syndicated talk and lifestyle program Rachael Ray and three Food Network series, 30 Minute Meals, Rachael Ray’s Tasty Travels and $40 a Day. Ray wrote cookbooks based on the 30 Minute Meals concept and launched a magazine.

Here is the third lesson. You can have the freedom to do what you love from any place you like, even operating from your bedroom if you wish.  Writing and publishing can promote your product or be your product.

What do you love? Rare cars? You can make a fortune creating a business around them. Do you prefer fine art? Or do you love beautiful jewelry, coins, gems, real estate, furs, model railways, dolls, scientific equipment, war memorabilia, old and rare books, or whatever? Do you prefer social subjects rather than objects?

Are you concerned with the environment or humanitarian problems, with crimes, war or poverty? Would you like to help wipe these social problems out in the course of your writing and publishing?   Chef Allen Susser expands that motto “They say you do well by doing good”.

Are you a golfer? Do you love to travel? Why not make all kinds of money in a global business related to golf?

Would you like to help the world be a more spiritual place, help people get along better together? You can do something good for the world, increase your income and live wherever you please in the process!

Whatever your passion you can learn how to make a fortune by enhancing that business with publishing.   Regardless of your skills and position there is some approach that will work for you.

Take fishing, for example. Millions of people love fishing.

If you love cooking and fishing you can publish a fishing cook book.

Here are just a few of many ways that others have profitably matched this passion with profit. Two of my friends, John and Lou, grew up near me in the Oregon mountains. They were outdoor adventure types and moved to Canada, where they homesteaded 1,200 acres on a trout-filled lake in mid British Columbia. They built a fishing camp that attracts fisherman from around the world.  A book on the exploits of their guests would be wonderful in the adventure market AND would help promote their camp.

An entrepreneur I know from Montana had marketing skills so he published catalogs that sold fishing trips for fishing camps. He attended rod and gun exhibitions, met owners of these camps and arranged to sell their fishing trips to the US, Argentina and even in Russia to fisherman around the world.

Ralph Kylloe on the other hand loved fishing and photography so he created the book, “Fishing Camps”, which was published by Gibbs Smith publisher. This allowed Ralph to travel across the country enjoying fishing camps as he photographed and wrote.

fishing camps

Each of these people had different backgrounds and differed in age, situation and skills. Their common link, the love of fishing, led each to a business related to fishing. Each was able to blend a unique nature and set of skills to develop a global business that surrounded them with fun, like minded fishing souls.  Each was able to expand their business through publishing.

Also, imagine what a publishing business means to your world travel. Almost every trip you take can be tax deductible! You can honestly write off every trip that is related to your business. Every journey becomes a research oriented adventure and a tax deductible event.

As a writer and or publisher you’ll have one of the most respected and tax protected businesses in the country with many  benefits including reduced tax and legal protection.

This is why we offer our course Self Fulfilled How to be a Writer and Publisher.  See details of this online course here


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